BA109 Quiz 8 Questions and Answers 2023
The specific group of customers at whom a company aims its goods and services
is its target market.
True
Since front-line service workers are not able to predict the causes of customer
complaints, managers must be the ones to identify potential customer service
problems.
False
A combination of news covered by the media that boosts sales without having to
pay is best described by the term:
public relations.
Because a majority of the average company's sales come from present
customers, few can afford to alienate any customers.
True
One disadvantage of total quality management (TQM) is that its principles apply
only to manufacturers.
False
A study by the National Science Foundation concluded that when pay is linked to
performance, employees' motivation and productivity climb by as much as
________ percent.
63
The increasing diversity of our population is creating a marketing "threat" to
small businesses because they cannot profitably serve small niches.
False
Which of the following is not a suggestion of a means of focusing on the
customer?
Seeing the customer's point of view.
A recent survey reports that ________ percent of customers say that they will
return to a business after a negative customer service experience if the company
offers an apology, a discount, or proof that its customer service will improve.
92
If given the chance to complain, 95 percent of customers will buy again when a
business handles their complaints promptly and effectively.
True
Which of the following guerrilla marketing tactic(s) allow a small company to
utilize relationship marketing successfully?
All of these
Which of the following is not a primary market research source?
All of these are sources of primary market research.
Providing low prices is the most effective way for a small business to attract and
maintain a growing customer base.
False
An effective marketing program depends on a clear, concise definition of the
firm's target market.
True
, The unique selling proposition (USP) focuses on:
a unique customer benefit that answers the question: What's it in for me?
Which of the following is not a secondary source of market research data?
Focus groups
One "natural" advantage small businesses have over large businesses, which
can be a significant competitive advantage, is:
by building a community with customers and connecting with them on an emotional
level.
The Internet offers entrepreneurs tools to provide existing and potential
customers with meaningful information:
in an interactive rather than passive setting.
When an employee in a business treats a customer poorly, that customer usually
does not complain; however, she does tell her "horror story" about that business
to more than 10 other people.
True
Companies with strong reputations for quality follow certain guidelines, such as:
establishing long-term relationships with suppliers.
To be useful, market research must be structured, formal, and highly
sophisticated.
False
Truly customer-oriented companies seek to go beyond customer satisfaction,
striving for superior customer service.
True
A common mistake entrepreneurs make is:
assuming that a market exists for their product or service.
The specific group of customers at whom a company aims its good or services is
referred to as a:
target market.
If employees are committed to quality, management's commitment becomes
unimportant.
False
Branding is communicating a company's unique selling proposition to its target
customers in a consistent and integrated manner.
True
A ________ is a company's "face" in the marketplace and communicates a key
message to the target market.
brand
Watching the top ten TV shows, seeing the top ten movies, or listening to her
children are all ways a small business owner could conduct market research.
True
Small companies that spot demographic trends and act on them early can gain a
distinctive edge in the market.
True
Small entrepreneurial companies are at a definite disadvantage compared to
larger ones when it comes to conducting market research since it is so
expensive.
The specific group of customers at whom a company aims its goods and services
is its target market.
True
Since front-line service workers are not able to predict the causes of customer
complaints, managers must be the ones to identify potential customer service
problems.
False
A combination of news covered by the media that boosts sales without having to
pay is best described by the term:
public relations.
Because a majority of the average company's sales come from present
customers, few can afford to alienate any customers.
True
One disadvantage of total quality management (TQM) is that its principles apply
only to manufacturers.
False
A study by the National Science Foundation concluded that when pay is linked to
performance, employees' motivation and productivity climb by as much as
________ percent.
63
The increasing diversity of our population is creating a marketing "threat" to
small businesses because they cannot profitably serve small niches.
False
Which of the following is not a suggestion of a means of focusing on the
customer?
Seeing the customer's point of view.
A recent survey reports that ________ percent of customers say that they will
return to a business after a negative customer service experience if the company
offers an apology, a discount, or proof that its customer service will improve.
92
If given the chance to complain, 95 percent of customers will buy again when a
business handles their complaints promptly and effectively.
True
Which of the following guerrilla marketing tactic(s) allow a small company to
utilize relationship marketing successfully?
All of these
Which of the following is not a primary market research source?
All of these are sources of primary market research.
Providing low prices is the most effective way for a small business to attract and
maintain a growing customer base.
False
An effective marketing program depends on a clear, concise definition of the
firm's target market.
True
, The unique selling proposition (USP) focuses on:
a unique customer benefit that answers the question: What's it in for me?
Which of the following is not a secondary source of market research data?
Focus groups
One "natural" advantage small businesses have over large businesses, which
can be a significant competitive advantage, is:
by building a community with customers and connecting with them on an emotional
level.
The Internet offers entrepreneurs tools to provide existing and potential
customers with meaningful information:
in an interactive rather than passive setting.
When an employee in a business treats a customer poorly, that customer usually
does not complain; however, she does tell her "horror story" about that business
to more than 10 other people.
True
Companies with strong reputations for quality follow certain guidelines, such as:
establishing long-term relationships with suppliers.
To be useful, market research must be structured, formal, and highly
sophisticated.
False
Truly customer-oriented companies seek to go beyond customer satisfaction,
striving for superior customer service.
True
A common mistake entrepreneurs make is:
assuming that a market exists for their product or service.
The specific group of customers at whom a company aims its good or services is
referred to as a:
target market.
If employees are committed to quality, management's commitment becomes
unimportant.
False
Branding is communicating a company's unique selling proposition to its target
customers in a consistent and integrated manner.
True
A ________ is a company's "face" in the marketplace and communicates a key
message to the target market.
brand
Watching the top ten TV shows, seeing the top ten movies, or listening to her
children are all ways a small business owner could conduct market research.
True
Small companies that spot demographic trends and act on them early can gain a
distinctive edge in the market.
True
Small entrepreneurial companies are at a definite disadvantage compared to
larger ones when it comes to conducting market research since it is so
expensive.
